Research conducted by Prontaprin has discovered that a growing number of companies are spending an increasing amount on print and advertising. A survey conducted by Prontaprint, a print and design franchise, revealed that more and more businesses are cutting back on costly television and press expenditure in favour of more cost effective methods of advertising.
The survey of over 1,000 UK businesses showed that companies' print and design spend has increased year-on-year as a growing number of marketing executives turn to tries and tested advertising channels such as direct mail as they come under more pressure to justify marketing spend.
Over 35 per cent of businesses surveyed showed a one to 10 per cent year-on-year increase in print and design spend, more than 10 per cent showed an 11-20 per cent year-on-year increase, five per cent revealed a 21-30 per cent year-on-year rise and over 10 per cent had upped their print and design spend by more than 30 per cent year-on-year.
Prontaprint has offered direct mail services to its clients since the company initiated a brand repositioning programme in 2006. To date 75 per cent of Prontaprint centres from its 147 strong network have received the updated identity, which includes the introduction of a direct mail offer.
Keith Davidson, head of marketing at Prontaprint, said: 'UK companies are becoming increasingly reliant on direct mail to attract new customers and inform existing ones.
'Prontaprint Crewe has become one of our fastest growing franchises after introducing a direct mail service to its clients in February 2008. The centre's first project, which they tool from design a print and fulfilment, was an invitation for a local jeweler. Out of the 4,000 mailouts issued, 400 responses were received and with the average person who attended the event spending approximately £250 the return on investment was very healthy.'
Keith added: 'Creative, printed direct mail allows businesses to communicate with their customers in a way which is simply not possible with any other medium. Consumers appreciate the physical contact personalised print brings and it also allows firms a whole host of options to make their material look and feel more appealing.
'Most importantly, direct mail is a completely quantifiable method of advertising which allows companies to measure their return on investment which is essential when budgets are tight.'
Published: 22 May 2009
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